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1 – 10 of 891Boban Melović, Marina Dabić, Milica Vukčević, Dragana Ćirović and Tamara Backović
The purpose of this paper is to investigate the perception of marketing managers in a transition country Montenegro with regards to marketing metrics. The paper examines the…
Abstract
Purpose
The purpose of this paper is to investigate the perception of marketing managers in a transition country Montenegro with regards to marketing metrics. The paper examines the degree in which managers are familiar with the way marketing metrics are applied and how important they are in the process of making business decisions in a company operating in a Montenegro.
Design/methodology/approach
Data was collected during 2020 through a survey of 171 randomly selected companies and was analyzed using structural equation model and the statistical method of analysis of variance tests.
Findings
The obtained results show that managers are quite familiar with financial and non-financial metrics. Both groups are applied to a significant degree, as managers believe that these indicators provide valuable information needed during the decision-making process. Still, more emphasis is placed on the knowledge, implementation and importance of non-financial metrics compared to financial metrics. This is probably due to the specificities of the economic activities of the companies operating in Montenegro, as most of them are service companies, which is why non-financial metrics (such as consumer metrics) are the most important indicators when it comes to ascertaining the market position of the company. Additionally, in recent years the primary focus in Montenegro, as country that is still in the process of transformation from planned economy to a free-market form, has been placed on strengthening of competitiveness and advancing the market orientation of companies. This led to an increase in the importance that managers in transition countries attach to non-financial metrics.
Research limitations/implications
The fact that the survey only covers companies from one country is its limitation.
Practical implications
The obtained results will have a significant empirical contribution, which is reflected in providing guidelines for managers on how to improve the system of measuring and controlling marketing performance, all that to strengthen the competitiveness of the company, and can serve managers of hierarchy levels in a company as guidelines for making decisions on the implementation of marketing strategy and marketing metrics, to improve business performance, multi-context customer interaction, cost-saving and strengthen competitiveness.
Social implications
Obtaining necessary knowledge management and implementing marketing metrics are important conditions for consideration when it comes to the continuous monitoring and improvement of business results, increasing competitiveness and advancing the market position of the company.
Originality/value
The originality stems from the analysis of the interconnection that exists between marketing metrics and strategic decision-making, which is expected to be positively reflected in the development of society, i.e. strengthening the competitiveness of companies based on knowledge management achieved through the assessment of the degree of knowledge, the implementation and the significance of each of the metrics covered within this research in business decision-making processes. The paper provides insights into the extent to which managers understand the meaning of these indicators and are able to combine different marketing metrics to obtain more complex indicators, serving as necessary inputs when making strategic business decisions.
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Marcos Dieste, Roberto Panizzolo and Jose Arturo Garza-Reyes
The lean philosophy has demonstrated its effectiveness to improve firms' operational performance. However, the impact of lean practices on financial performance is still unclear…
Abstract
Purpose
The lean philosophy has demonstrated its effectiveness to improve firms' operational performance. However, the impact of lean practices on financial performance is still unclear due to the poor understanding of the link between operational and financial measures and the conflictive results obtained by previous research. The purpose of this paper is to conduct a systematic literature review to understand whether lean companies have improved their financial performance. Moreover, this article aims to uncover research gaps in the literature and examine which time spans of research have been considered to analyse both the degree of lean implementation and the measurement of financial outcomes.
Design/methodology/approach
A systematic literature review has been conducted to identify peer-reviewed articles that analyse the effect of the lean production paradigm on the financial performance measures of manufacturing companies. Then, the identified articles were processed using a combination of descriptive and content analyses methods to draw new conclusions, uncover gaps and find novel paths for research.
Findings
Various authors indicate that lean initiatives lead to an enhancement of financial performance measures. JIT and TQM lean practice bundles are suggested as the best enablers of financial performance in terms of sales and profit. In contrast, according to some scholars, lean does not necessarily improve companies' financial results if it is not properly implemented.
Originality/value
Several studies have focused on analysing the effects of lean on performance. However, only a small part of the literature has addressed the study of the effects of lean practices on financial performance metrics. The originality of this study lies in the investigation of the connections between lean practices and financial performance measures found in the literature. The outcome is the identification of various possible positive impacts of some lean practices on financial metrics.
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Carys Jane Egan-Wyer, Steve Burt, Jens Hultman, Ulf Johansson, Alice Beckman and Clara Michélsen
The study aims to explore how concept stores (theoretically) differ from other experience-based retail formats, and hence, how they (practically) contribute to a diversified…
Abstract
Purpose
The study aims to explore how concept stores (theoretically) differ from other experience-based retail formats, and hence, how they (practically) contribute to a diversified retail store portfolio.
Design/methodology/approach
Case study based on semi-structured, qualitative interviews with seven IKEA retail managers, three industry experts and 26 customers of IKEA concept stores in London and Stockholm.
Findings
The concept store represents a conceptual departure from other experiential store formats. It is neither fully experiential in the sense that it is not only about marketing communications nor is it sales or profit-focused. Its aim is to be an accessible touchpoint that reduces friction on a diversified customer journey with its value to the retail portfolio being that it attracts new and latent customers, mitigates existing inhibiting factors and drives them to other touchpoints.
Research limitations/implications
Ideas about the different characteristics of new store formats and their potential to shape the customer experience are extended. New formats reflect innovation in retailing and are part of a retail portfolio which generates different customer expectations and determinants from traditional store formats which provide the customers' existing reference point.
Practical implications
The contributions of new formats should be evaluated in light of other existing formats in the portfolio and not isolated. This is particularly true when considering format cannibalisation and the potentially extended customer journey that arises when customers use traditional format stores and new concept format stores simultaneously.
Originality/value
Previous research, using sales metrics and market-based results as performance determinants, suggests negative outcomes for format diversification. Our study suggests that the contributions of the concept store format should be viewed from an overall customer journey perspective and the “performance” of different format based touchpoints are not best captured through traditional sales evaluation methods.
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This paper tests whether Bayesian A/B testing yields better decisions that traditional Neyman-Pearson hypothesis testing. It proposes a model and tests it using a large, multiyear…
Abstract
Purpose
This paper tests whether Bayesian A/B testing yields better decisions that traditional Neyman-Pearson hypothesis testing. It proposes a model and tests it using a large, multiyear Google Analytics (GA) dataset.
Design/methodology/approach
This paper is an empirical study. Competing A/B testing models were used to analyze a large, multiyear dataset of GA dataset for a firm that relies entirely on their website and online transactions for customer engagement and sales.
Findings
Bayesian A/B tests of the data not only yielded a clear delineation of the timing and impact of the intellectual property fraud, but calculated the loss of sales dollars, traffic and time on the firm’s website, with precise confidence limits. Frequentist A/B testing identified fraud in bounce rate at 5% significance, and bounces at 10% significance, but was unable to ascertain fraud at the standard significance cutoffs for scientific studies.
Research limitations/implications
None within the scope of the research plan.
Practical implications
Bayesian A/B tests of the data not only yielded a clear delineation of the timing and impact of the IP fraud, but calculated the loss of sales dollars, traffic and time on the firm’s website, with precise confidence limits.
Social implications
Bayesian A/B testing can derive economically meaningful statistics, whereas frequentist A/B testing only provide p-value’s whose meaning may be hard to grasp, and where misuse is widespread and has been a major topic in metascience. While misuse of p-values in scholarly articles may simply be grist for academic debate, the uncertainty surrounding the meaning of p-values in business analytics actually can cost firms money.
Originality/value
There is very little empirical research in e-commerce that uses Bayesian A/B testing. Almost all corporate testing is done via frequentist Neyman-Pearson methods.
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The purpose of this mixed-methods explanatory sequential study was to assess the effects of an external wine education and certification program on trainee reactions, learning…
Abstract
Purpose
The purpose of this mixed-methods explanatory sequential study was to assess the effects of an external wine education and certification program on trainee reactions, learning, transfer and financial results.
Design/methodology/approach
The quantitative phase was a mixed experimental design in which the training intervention was between-subjects and time was within-subjects. The sample comprises 91 employees (NTraining = 43; NControl = 48) from 12 units of a fine dining restaurant group. The qualitative phase, comprised of semi-structured interviews with training group participants (N = 12), was implemented after the experiment.
Findings
Training group participants reported high scores for attitude toward training content, instructional satisfaction and transfer motivation. Financial metrics, tracked up to 60 days post-training, demonstrated the wine education program was effective in increasing wine knowledge but not wine sales. Four themes emerged from the qualitative data: sense of accomplishment, enhanced guest interaction, tips and gratuities and defeat. Integrated findings revealed increased wine knowledge led to personal financial impact (increased tips) rather than organizational impact.
Originality/value
This research builds on existing training literature and human capital theory by examining external training programs. Further, the use of a mixed-methods design and integration of the quantitative and qualitative findings offers a previously unidentified explanation for why wine training, although effective in facilitating positive reactions and learning, fails to result in transfer behaviors which generate increased wine sales.
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Pedro Silva, Vera Teixeira Teixeira Vale and Victor Ferreira Moutinho
The purpose of this paper is to examine the influence of entrepreneurial orientation on the network and exhibitor’s performance. The entrepreneurial orientation is seen as a…
Abstract
Purpose
The purpose of this paper is to examine the influence of entrepreneurial orientation on the network and exhibitor’s performance. The entrepreneurial orientation is seen as a highly competitive factor for the company, which can foster its trade fair business.
Design/methodology/approach
A survey-based quantitative approach was adopted, including a questionnaire (n = 362) applied to companies participating in trade fairs. To arrive at results, the study developed structural equations modeling techniques, using SPSS 24 and AMOS 20 software.
Findings
The study demonstrates positive impacts of entrepreneurial orientation on network capability and consequent exhibitor’s non-sales performance and exhibitor’s sales performance. A conceptual model is presented.
Research limitations/implications
The study was carried out mainly on Portuguese companies, restricting its generalization. In addition, the exhibitor’s performance was measured based on the exhibitors’ level of satisfaction and not on real sales results.
Practical implications
The study offers a process which the results highlight such as innovativeness, proactivity, risk-taking, competitiveness and autonomy (dimensions of entrepreneurial orientation) as a mix of important ingredients for the exhibitor’s networking. The networking promotes intangible results (non-sales performance) that can generate sales (sales performance).
Originality/value
The study is the first research to apply entrepreneurial orientation in the trade fair context and it also presents a relationship between non-sales performance and sales performance.
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Matteo Podrecca, Guido Orzes, Marco Sartor and Guido Nassimbeni
In recent years, many companies have decided to decertify from their previously adopted corporate social responsibility (CSR) standards. The aim of this paper is to explore the…
Abstract
Purpose
In recent years, many companies have decided to decertify from their previously adopted corporate social responsibility (CSR) standards. The aim of this paper is to explore the phenomenon by focusing on the most important auditable CSR standard: Social Accountability 8000 (SA8000).
Design/methodology/approach
First, an event study is performed on a dataset composed of 136 SA8000 decertified public listed companies to analyse the possible relationship between certification, decertification and firms’ operating performance. Second, the authors shed light on the differences between 94 SA8000 (still) certified and the abovementioned 136 decertified firms. Finally, 10 interviews are conducted with decertified firms in the dataset to deepen the outcomes of the previous analyses.
Findings
The results show that, despite an initial positive effect in terms of sales and profitability, decertified companies experienced a reduction in productivity and profitability in the years following the certification, while positive outcomes emerged after the decertification. The study also highlights that certified and decertified firms differ in terms of home country, industry and labour intensity.
Originality/value
The paper contributes to the literature by opening the debate on an important but unexplored research area: the decertification from the most popular CSR standard, i.e. SA8000, and its relationship with firms' performance. In doing this, it also highlights the main differences between decertified and certified companies.
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Muhammad Danish Habib and Muhammad Arslan Sarwar
This study aims to examine the concept of brand equity and willingness to buy second-hand products in the automobile context. The customer-based brand equity model is used as a…
Abstract
Purpose
This study aims to examine the concept of brand equity and willingness to buy second-hand products in the automobile context. The customer-based brand equity model is used as a theoretical lens to examine after-sales services, brand credibility and brand loyalty as drivers of brand equity and willingness to buy the second-hand product.
Design/methodology/approach
A survey questionnaire based on convenience sampling is used to collect the data from the car owners. A total of 433 survey responses were used to empirically test the measures and propositions by using structural equation modeling (SEM).
Findings
The findings suggest that after-sales services are a key factor in developing brand credibility and brand loyalty. Results are also in support of the positive and significant impact of brand credibility and brand loyalty on brand equity and willingness to buy second-hand products.
Originality/value
Brand equity represents a differential response and preference to marketing efforts that a product obtains as a result of its brand identification. Although practitioners are actively engaged to position themselves as a unique, attractive and strong brand, little is known about the equity of the brand in the case of second-hand products. This study provides an alternate branding view to the academic scholars and to the marketing manager as this study explicitly probes into the effect of after-sales services in developing brand credibility, brand loyalty, brand equity and wiliness to buy second-hand product as an outcome.
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Roberto Biloslavo, David Edgar, Erhan Aydin and Cagri Bulut
This study demonstrates how artificial intelligence (AI) shapes the strategic planning process in volatile, uncertain, complex and ambiguous (VUCA) business environments. Having…
Abstract
Purpose
This study demonstrates how artificial intelligence (AI) shapes the strategic planning process in volatile, uncertain, complex and ambiguous (VUCA) business environments. Having adopted various domains of the Cynefin framework, the research explores AI's transformative potential and provide insights regarding how organisations can harness AI-driven solutions for strategic planning.
Design/methodology/approach
This conceptual paper theorises the role of AI in strategic planning process in a VUCA world by integrating extant knowledge across multiple literature streams. The “model paper” approach was adopted to provide a theoretical framework predicting relationships among considered concepts.
Findings
The paper highlights potential application of the Cynefin framework to manage complexities in strategic decision-making process, the transformative impact of AI at different stages of strategic planning, the required strategic planning characteristics within VUCA to be supported by AI and the attendant challenges posed by AI integration in the uncertain business landscape.
Originality/value
This study pioneers a theoretical exploration of AI's role in strategic planning within the VUCA business landscape, guided by the Cynefin framework. Thus, it enriches scholarly discourse and expands knowledge frontiers.
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Rafael Barreiros Porto, Carla Peixoto Borges and Paulo Gasperin Dubois
Human brands in the music industry use self-presentation tactics on social media to manage audience impressions. This practice has led to many posts asking followers to adopt…
Abstract
Purpose
Human brands in the music industry use self-presentation tactics on social media to manage audience impressions. This practice has led to many posts asking followers to adopt behaviors favoring the human brand. However, its effectiveness in leveraging relevant performance metrics for musicians outside social media, such as popularity in specialized media, music sales and number of contracted concerts, needs further exploration. This study aims to reveal the effect of impression management tactics conveyed on social media on the market performance of musicians’ human brands.
Design/methodology/approach
Secondary data research classifies 5,940 social media posts from 11 music artists into self-presentation tactics (self-promotion, exemplification, supplication and ingratiation). It shows their predictions on three market performance metrics in an annual balanced panel study.
Findings
Impression management tactics via posts on social media are mostly self-promotion, improving the musicians’ market performance by increasing the number of contracted concerts. Conversely, ingratiation generated the most positive effect on the musician’s popularity but reduced music sales. Besides lowering the musicians’ popularity, exemplification also reduced the number of contracted concerts, while the supplication had no significant effect.
Originality/value
To the best of the authors’ knowledge, the research is the first to use social media postings of musicians’ official human brand profiles based on self-presentation typologies as a complete impression management tool. Furthermore, it is the first to test the effects of these posts on market performance metrics (i.e. outside of social media) in a longitudinal study.
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